Pharmaceutical Executive, Jan 1, 2006 - Pharmaceutical Executive

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Pharmaceutical Executive, Jan 1, 2006
Features
A Fresh Look at Co-morbidity
By Michael Fronstin
As americans age, they are likely to suffer from more than one chronic condition at a time. So as the country's population grays, the rate at which patients presenting co-morbid indications will increase, as will the absolute number of patients whose treatment must be adjusted for more than one disease. These are not surprising facts, but they deserve careful consideration by pharma manufacturers and marketers.
What Ever Happened to Critical Path
By Patrick Clinton , Jill Wechsler
To Janet Woodcock, Critical Path hasn't been dying, it's been getting work done."People shouldn't underestimate the difficulties of creating new models. A lot of things worth doing can't happen quickly."
Sales Force Survey
By Bob Davenport , Carrie Fisher
Big Pharma's hiring slowdown is not translating into a growing demand for contract sales organizations.
Patient Assistant Programs and Medicare Part D
By Bill Shearer
Patient-Program Interface Nearly one-third (2.5 million) of the estimated eight million Americans currently enrolled in PAPs are over age 65 and will be eligible to participate in the government's Part D program.
Columns
Alternative Media: Patient Bloggers on Your Brands
By Gina Ashe
Marketers can leverage thetransparency of the Web by listening in and mining thousands of conversations about their clients' brands.
Direct to Consumer: Patient Education Reform
By Maggie Helmig
Patient materials should reflect what patients want to know in a language they can quickly understand.
Backpage: Nailing Down DTC Promotion
By Lou Morris
Arguments over DTC have become more sophisticated, and there is much more middle ground.
Marketing to Professionals: The Power of Positive Feedback
By Gene Guselli
Doctors tend to hear from patients when medications fail, not when they work. But hearing positive feedback can sometimes be just as valuable. Doctors want to know that the drugs they prescribe produce positive outcomes and boost compliance. Yet, many have little information about the efficacy of these drugs because they don't have time to follow up with each patient and track their progress.
Sales Management: The Wonders of Wireless
By Peter Thompson
At least five of the world's top pharma companies have specified, tested, or deployed large-scale Wi-Fi programs.
Washington Report
Washington Report: PDUFA Blues
By Jill Wechsler
FDA wants flexibility to use user-fee revenues to extend drug safety oversight, to review direct-to-consumer advertising before it goes public, and to modernize the ever longer and more complex drug development process.
From the Editor
From the Editor: A Wild 25
By Patrick Clinton
Witnessing an industry's wild ride is perhaps the best reason to work for a business magazine. You've given us 25 years of excitement. And we plan to pay you back.
Thought Leader
Thought Leader: Q&A with Cheryl Buxton
By Jeannette Park
There was a time when Merck was looked upon as the granddaddy of all pharma companies. As the self-proclaimed oldest pharmaceutical and chemical company in the world, people wanted to work at Merck for its sterling reputation, excellent products, and job security.
Leadership
Leadership: 100 Days of Scrutiny
By Sander A. Flaum , Jonathon Flaum
Leaders who are new on the job should get out of their nice offices and go sit with their direct reports. Sit with them in their spaces, over lunch or coffee—anyplace but your space. You want them to be completely comfortable.
Opinion
Opinion: Memo to von Eschenbach
By Kenneth I. Kaitin
Often, post-approval marketing studies don't materialize because drug companies question their value. Independent review of the need for such studies would address pharma's concern that they may be warranted.
Legal
Legal: Shifting Perspective on Off-Label Promotion
By Jack Cinquegrana , Diana K. Lloyd
The omission of criminal charges for off-label promotion of Serostim is surprising, because the government's earlier plea with Pfizer sent a strong signal that it would criminally charge companies engaged in off-label marketing.
Global Report
Global Report: The UK's New Code of Conduct
By Sarah Houlton
Serious offenders of the new Association of the British Pharmaceutical Industry's Code of Practice can be "named and shamed" with adverts in the trade press. Details of breaches by companies will be posted online.

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